Incentive events are an important part of the NSW visitor economy, drawing high-value domestic and international travellers to its cities and regional destinations.

Incentive events are designed to reward and motivate top performers within companies through exceptional travel experiences, significantly contributing to NSW's economic growth.

By offering tailored experiences, NSW businesses can attract incentive events and enhance their revenue.

What are incentive events?

Incentive events are facilitated by companies to reward employees or business partners with unique travel experiences, aimed at boosting performance and motivation.

The host company typically covers most costs, including flights, accommodation, transfers, meals, and experiences, with arrangements managed by a professional conference organiser (PCO). PCOs may be based in Sydney, NSW, or in the incentive group’s country of origin, and are experts in planning and delivering incentive events.

Key decision makers:

  • Companies: As the hosts, companies handle the budget for incentive events and seek appealing destinations with memorable experiences to impress their delegates. In mature incentive markets like Asia, unique experiences can significantly enhance the event's value.
  • Professional conference organisers (PCOs): Specialising in managing professional events, PCOs are hired by companies to arrange incentive trips. Their role is to coordinate all event components based on the client's specifications.
  • Incentive delegates: These are the individuals travelling to participate in the incentive event. While they do not choose the destination, an exceptional experience may inspire them to return for leisure travel, often bringing family and friends.

Why target international incentive events?

International business travel is a vital component of NSW's visitor economy. In the year ending March 2024, international business visitors contributed $793 million, with international conference visitors adding another $112 million. Incentive visitors typically spend significantly more per night than leisure travellers, making them a valuable market.

What kind of experiences suit incentive events?

International incentive event travel to Sydney and NSW typically involves a program of scheduled events and activities for groups ranging from 100 to more than 1000 delegates.

To accommodate large groups, activities are often divided into smaller groups, allowing each small group to experience the full program of activities over the course of their visit.

International incentive delegates may come from countries including China, the United States, the United Kingdom, India, New Zealand, Singapore, Japan and Indonesia. Cultural considerations are essential when catering to international incentive groups. This may involve accommodating specific language needs, dietary preferences and activity suitability.

As incentive travel is a high-value reward, both the organising company and the delegates have high expectations for an extraordinary experience. Companies often seek unique, 'money-can’t-buy' experiences to enhance the event. When planning these experiences, considerations include:

  • Duration: Incentive events generally span approximately five days. While Sydney is a key destination, delegates may explore other NSW regions depending on the available experiences.
  • First-time visitors: For those new to Sydney, experiences may include iconic landmarks such as the Sydney Opera House and Bondi Beach, as well as nearby regions such as the Blue Mountains or Hunter Valley.
  • Returning visitors: For those familiar with Sydney, incentive events may focus on regional experiences, cultural events such as Vivid Sydney, or sporting events such as the Bathurst 1000 or NRL Grand Final.

Examples of incentive experiences include:

  • A luxury dinner cruise with stunning Sydney Harbour views on a superyacht
  • Exclusive events at a unique or iconic venue
  • Experiencing the vibrant lights of Vivid Sydney
  • Join a Sydney Harbour Regatta on a 68-foot racing yacht
  • Sampling fresh oysters and exploring an oyster farm on the Hawkesbury River
  • A group sunrise balloon ride over the Hunter Valley
  • A private tour of the Sydney Cricket Ground or the Art Gallery of New South Wales
  • Exclusive performances by Opera Australia

Incentive groups often look to blend unique cultural experiences with innovative activities to reward and rejuvenate their teams, while also inspiring future thinking with wisdom from the past.

Tailoring experiences for incentive events

Experiences that attract and cater to the international incentive event market will differ from the usual leisure offering. Consider:

  • Unique itineraries: Craft bespoke itineraries that highlight both Sydney's iconic landmarks and hidden gems, offering experiences that are not available to the typical leisure traveller.
  • Team building activities: Incorporate collaborative experiences such as sailing regattas or glamping adventures with team challenges.
  • Luxury accommodation: Provide access to high-end hotels, boutique properties and exclusive private venues for events like gala dinners.
  • Culinary experiences: Curate gourmet dining experiences featuring fresh, local produce and seafood.
  • Cultural immersions: Offer exclusive access to cultural institutions, historical sites or private experiences with Aboriginal guides.
  • Multilingual support: Include guides who can communicate in the group’s or individuals’ preferred language.
  • Flexibility: Adapt your offerings to meet specific group interests and requests.
  • Sustainability: Promote sustainable certifications and practices to appeal to clients seeking to meet their environmental, social and governance (ESG) objectives.
  • Collaborations: If the group size is too large for you to manage, look at working with other experience providers to meet the client’s needs.

Attracting international incentive events

  • Collaborate with travel agents: Work with travel agents specialising in incentive travel and network at international conferences and trade shows, including the Business Events Sydney and Business Events NSW teams.
  • Connect with Business Events Sydney (BESydney): This independent, not-for-profit organisation targets, and bids for, global meetings and incentive events in Sydney. The NSW Government supports BESydney to bring business visitors to Sydney for conferences, corporate meetings and incentive events that deliver economic and social impact for NSW. BESydney offers support and advice to PCOs and event planners, connecting clients with Sydney venues, services and experience providers. Consider becoming a member to access business events data and insights, resources, supplier listings and networking opportunities.
  • Create compelling content: Develop engaging images and videos showcasing your incentive offerings. The Destination NSW Content Library offers free, high-quality content that can showcase your destination.

Checklist to get started

  • Read the NSW Business Events Industry Toolkit for more information.
  • Use the NSW First Program resources to help develop, promote and sell your visitor experience.
  • Consider becoming a member of Business Events Sydney.
  • If your experience is based in regional NSW, connect with Business Events NSW.
  • Access resources from Tourism Australia for attracting international business events.
  • Invest in training and development for your team to excel in securing and delivering successful incentive events.
  • Build relationships with industry stakeholders and attend relevant events and trade shows.

Resources